This is another really useful post from copyblogger. It’s all about using listening strategically to help research and flesh out your ‘avatar’ for a piece of copy.
An avatar can be thought of as the 21st century copywriter’s take on the artist’s muse. Instead of a real person that your work is inspired by and dedicated to, it’s an imaginary person, sometimes called a ‘persona’ in marketing, who represents the audience you’re trying to influence through your writing.
In order to get a firm idea of who they are, what they like, how they talk, where they hang out, and thus, how you might be able to gain their attention and trust, you need to do some detective work – in the form of ‘systematic listening’.